Post on 21-Jan-2018
STRATEGICSTORYTELLING
MESSAGING &BRANDING POSITIONING
STRATEGIC PLANNING
TACTICS
MESSAGING &BRANDING POSITIONING
STRATEGIC PLANNING
TACTICS
Goals Channels
TacticsStory
Audience Measurement
What We’re Going to Cover
WHAT IS AMARKETING STRATEGY?
A MARKETING STRATEGY IS
NOT…..
A MARKETING STRATEGY IS NOT…..
IT’S ROADMAP
WHY MARKETING?
Brand awareness
Media coverage
Sales/Leads
Website TrafficDownloads
Brand awareness
Media coverage
Website TrafficDownloads
What are your
GOALS?
COMMITMENT
THE
COMPETITION
WHAT’S
YOUR STORY?
word stories
Run your
business anywhere.
Organize your
favorite things
It’s how people meet.
WHAT’S YOUR
FOUR WORD
STORY?
VALUE
PROPOSITIONS
VALUE PROPOSITIONS
For ____________ (target customer)
Who ______ (statement of the need or opportunity)
our our (product/service name) is ____________ (product category)
that (statement of benefit) ____________ .
For start-ups and small businesses looking to drive awareness, leads and sales, Mark Evans Consulting accelerates their growth with marketing powered by storytelling.
For start-ups and small businesses looking to drive more awareness, leads and
sales, ME Consulting accelerates their growth with marketing
powered by storytelling.
GoalsTarget Audiences
BenefitsProduct
WHO MATTERS
TO YOU?
BUYER PERSONASINSIGHT INTO YOUR CUSTOMERS
WHO’S YOUR
IDEAL CUSTOMER?
THE BUYER’S
JOURNEY
THREE STAGES
Awareness Consideration Decision
THREE STAGES
Awareness Consideration Decision
THREE STAGES
Awareness Consideration Decision
Social mediaBlog
VideosInfographics
Website Newsletter
Social mediaBlog
VideosInfographics
Website Newsletter
White papersSales sheetsCase studies
WebinarsTrials
Social mediaBlog
VideosInfographics
Website Newsletter
White papersSales sheetsCase studies
WebinarsTrials
TrialsDemosConsultationsProposals Estimates
“The essence of strategy is choosing what not to do. ” - Michael E. Porter
1. Direct mail
2. Webinars
3. Infographics
4. Blogs
5. eBooks
6. Social media
7. White papers
8. Case studies
9. Websites
10.Conferences
11.Podcasts
12.Videos
13.Newsletters
14.Media outreach
LIST
1. Websites
2. Videos
3. Infographics
4. Newsletters
5. Case studies
6. Social media
7. Blogs
8. eBooks
9. Podcasts
10.Media outreach
11.White papers
12.Conferences
13.Webinars
14.Direct mail
RANK
PRIORITIZE
Website
Videos
Infographics
Newsletters
NOW
Case studies
Social media
Blogs
eBooks
Podcasts
White papers
Conferences
Webinars
Direct mail
SOON LATER
TACTICAL
EXECUTION
We are what we
repeatedly do
MEASUREMENT
Carry OnTweakReload